“This was one of the first business books I read,” says Amanda Baldwin (above), who sold her on founder Holly Thaggard's unlike ly vision to build a brand around sunscreen as a daily essen tial—not just a spritz for sunny days. “It says that if you compete where everybody else is competing, you can create only incremental change. Instead, you want to find the white space—red ocean versus blue ocean. When Holly told me about a lifestyle brand dedicated to sunscreen, the light bulb went on. Today, we're focused on finding the thing nobody has done. Running a business requires constantly going back to the idea that you can always do things differently.”
